Apple TV+ had under 20 million subscribers in the US and Canada at the start of July, CNBC reported, citing a statement from company to the International Alliance of Theatrical Stage Employees, a union that represents TV and movie workers. Under the current contract, high-budget productions intended for streaming can offer lower rates to workers if that streaming service has less than 20 million subscribers in the US and Canada, which is determined on July 1 every year. Apple declined to comment on subscriber numbers but said the company pays rates in line with leading streaming services.
The union is currently in negotiations with the Alliance of Motion Picture and Television Producers over a new contract. Union leaders believe streaming is no longer a particularly new form of media, and that companies bankrolling streaming productions should pay rates closer to traditional media productions. The union is thinking of holding a strike on pay issues but also working conditions on set.
Apple has reportedly spent up to USD 15 million per episode of shows like “The Morning Show” as it looked to attract interest in its service. The company also bundled free trials with the purchase of new phones or tablets; these started expiring in July. Apple TV+ costs USD 4.99 per month.
NBCUniversal’s Peacock and ViacomCBS’ Paramount+ also have under 20 million subscribers, allowing them to ask for discounts on labor, the union said. A ViacomCBS spokesperson said the company doesn’t break out Paramount+ streaming numbers. NBCUniversal has not yet commented on the matter.
